Aspens Jewelry’s online store boldly claims it is closing for good, urging customers to act now or miss out forever. But are they really shutting their doors, or is this a classic hard-sell strategy designed to create false urgency? Before you rush to snag what appears to be a once-in-a-lifetime jewelry deal, it’s wise to slow down and investigate what’s really happening.
Aspiring entrepreneurs, small business owners, and savvy shoppers alike: let’s break down Aspens Jewelry’s closure story, how to spot similar marketing tricks, and steps you can take to protect yourself from misleading “going out of business” sales.
The “Going Out of Business” Announcement
Start by examining exactly what Aspens Jewelry is telling you. On their site, you’ll see announcements blaring about “closing our doors” and last-chance sales. Their FAQ page states:
> “Just because we are closing our doors does not mean that our work is complete. Simply put, we will not rest until every last one of our customers have experienced our shimmering jewelry…”
The formula is simple: create panic, promise deep discounts, and imply that today is your final chance to buy. You’ve probably seen a similar playbook with other online shops claiming an imminent shutdown—yet somehow still open next month. This urgent language is there to lower your defenses. Ask yourself: If a business really was closing, would it risk disappointing customers and burning its last bit of trust?
Evidence of Misleading Practices
Now let’s look at how this “going out of business” promise actually plays out for customers.
Review Patterns on Trustpilot
Aspens Jewelry has a poor Trustpilot rating—just 1.6 out of 5 stars, with dozens of “Bad” reviews. Here’s what real buyers report:
– Some made a one-time jewelry purchase, then noticed ongoing monthly “membership” fees they never expected.
– Multiple reviews describe nearly identical “closing sale” pitches stretching back more than a year.
– One customer said, “I bought some jewelry online a year ago in their fake going out of business sale. The website is still selling and still claiming to be having a going out of business sale. Scam.”
Better Business Bureau (BBB) Findings
The BBB, a watchdog for fair business practice, notes similar red flags:
– Customers report Aspen’s heart-wrenching story about a female owner supposedly liquidating the store. Yet, the business never really closes.
– The BBB openly lists Aspens Jewelry as “not accredited,” and hosts a growing file of complaints about unauthorized charges and poor product quality.
Instagram Ad Complaints
Shoppers have also flagged Instagram ads promoting “Aspen Jewelers going out of business and having a closeout sale,” only to find the store very much alive—still selling with the same pitch a year later.
Key Takeaway: When customers in large numbers spot the same sales tactic happening again and again with no real closure, something’s off. This “perpetual sale” approach is often seen as a dishonest marketing strategy.
The Reality of the Business Closure Claim
So, are they actually closing? Here’s what stands out:
– The Aspens Jewelry site claims they’re “closing our doors,” but there’s no formal announcement, news story, or government filing confirming a shutdown.
– The site remains live, continues to process orders, and re-uses the same language for urgency and finality.
– Independent reviewers, watchdogs, and countless customers say the closing story is a marketing ploy—some going so far as to call it a flat-out scam.
Ask yourself: If a shop has been “closing” for an entire year (or more) but never actually closes, isn’t this more about sales than sincerity?
Tip: Most genuine business closures involve concrete steps—official notices, sales with a clear end date, emails to customers about store wind-downs, and filings with regulators. You should be able to find a record of when and how the closure happens. Aspens Jewelry shows none of this.
Differentiation from Actual Local Aspen Jewelry Stores
This is crucial: the online “Aspens Jewelry” site is not the same as brick-and-mortar businesses with “Aspen” in their names.
For example, **Aspen Boutique** in Wichita, KS, is a reputable physical store. When a scam social ad claimed “Aspen is going out of business and having an 80%-off sale,” their owner quickly warned customers: “Aspen Boutique in Wichita, KS is not closing! Don’t be scammed!!”
Aspen, Colorado also has a handful of jewelry stores—like **Oliver Smith Jeweler** or **The Aspen Hive**—that are legitimate, local retailers. These were never associated with recurring online “going out of business” ads.
Did you know? Many confused customers look up local stores or call them, worried they might be losing a beloved hometown shop—only to find it’s just the online retailer spinning this story.
Key Takeaway: If you hear about an Aspen jewelry store “shutting down” near you, double-check the company’s physical address and call the location to be sure. Don’t assume all “Aspen” shops are involved in the same claims as the Aspens Jewelry online site.
Consumer Advice for Potential Purchases
When you see a “going out of business” advertisement, take a step back. Here’s a simple checklist to guide safer choices:
1. Check Reviews and Ratings
Look up recent reviews for Aspens Jewelry on Trustpilot and BBB. Be wary if you see patterns of:
– Non-delivery or subpar product quality
– Unexpected recurring charges for memberships or subscriptions
– Unresponsive or missing customer service
2. Question Long-Term “Closing Sales”
Ask yourself: How long has the business been “going out of business”? If it’s more than a few months, treat the sale with skepticism. Perpetual closing-down sales are a well-known warning sign.
3. Confirm Business Details
Google the store name and location. Check the official website of any local business—a legitimate shop will have contact details and a store address. If they have a storefront, call to ask directly if they’re closing. This step is especially important if you’re searching for a reputable vendor or you want to avoid confusion with unrelated local businesses.
4. Use Safe Payment Methods
Pay with credit cards whenever possible. They offer more protection if you need to dispute a charge or get a refund. Monitor your statements closely for any recurring charges you didn’t agree to.
5. Know What to Do if You Get Scammed
If you spot an unauthorized monthly charge, or can’t get in touch with support, don’t wait it out. Contact your bank or card issuer. File a dispute as soon as possible. Keep copies of all communications and screenshots of the seller’s claims.
6. Educate Yourself on Sale Marketing Tactics
Start by asking: Is this a “forever sale” with no clear end date? Are they pressuring you to buy right now with the story of a tragic store closure? Those are classic signals to look deeper and shop elsewhere.
A practical step: If you want more guidance on safe online shopping, or need to check out a company’s track record, resources like SunriseClicks can help you research and vet potential internet businesses before you buy.
Conclusion
Ultimately, Aspens Jewelry’s ongoing “going out of business” announcement appears to be a long-term hard-sell tactic. Watchdog agencies, review sites, and shoppers all report repeated closing claims with no actual follow-through, unauthorized charges, and questionable customer support. There are no independent records confirming a real store shutdown.
Start by being cautious—not cynical, just practical. Separate online stores using urgency-based marketing from real local businesses. If a retailer’s “final sale” banners appear again and again, ask yourself: What’s the real deadline here? Stay alert for the classic signals of a false or perpetual liquidation, and always double-check the shop’s reputation before making a purchase.
Key Takeaway: The formula is clear—do your homework, question too-good-to-be-true urgency, and choose your retailers as carefully as you pick your investments. That approach protects your money, time, and peace of mind—whether you’re buying jewelry or making decisions for your own business.
Smart choices—rooted in research and a dash of skepticism—are your best defense in today’s crowded online marketplace. Don’t let well-scripted sales stories steer your hard-earned dollars. Ask questions, check the facts, and shop smarter every time.
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